Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

McDonald's ads make franchisees smile

Published on .

McDonald's Corp., Oak Brook, Ill., said the new ads by DDB Needham Worldwide, Chicago, that the fast-feeder unveiled at its worldwide convention in Orlando were warmly received by franchisees. The campaign revolves around the tag "We love to see you smile" and represents a more emotional message strategy than the previous "Did somebody say McDonald's?" theme, which a company spokeswoman described as very successful. One franchisee who previously had been critical of the company said the new campaign lightens things up a bit, adding that "the demise of the Golden Arches is greatly exaggerated."

Copyright April 2000, Crain Communications Inc.

Most Popular
In this article: